Coca-Cola is putting a modern-day spin on its iconic ribbon in
a new teen-centric campaign in Latin America called#VerdaderoAmigo (#TrueFriendship), which celebrates the virtues
of what being a good friend means in situations where harsh words and actions
seem inescapable.

Today’s
universal symbol of friendship – the fist bump – serves as the visual
centerpiece of the multidimensional campaign, transforming the signature Coke
ribbon on packaging, billboards, in-store displays and promotional merchandise
including t-shirts, phone cases, an ear bud splitter that lets consumers share
music, and a device that enables mobile users to share their battery with a
friend who’s running low.

Digital
content created by Coca-Cola Mexico and Pereira & O’Dell
will be at the core of the campaign. A series of web films capture empathetic
“crossroads moments” where true friends become heroes. The two films below are available now, and one more will appear online later this month.

"Coca-Cola is shedding light on what we’re referring to as
‘crossroad moments’,” explains PJ
Pereira, chief creative officer and co-founder, Pereira & O’Dell. “These
are the times when friends can choose to step up for a friend in need
selflessly. We hope these scenarios inspire conversation among teens and put a
spotlight on how we can choose not to be cruel to another human being,
especially with words.”

#TrueFriendship
will also include a TV spot and vines starring top soccer players like Javier “Chicharito”
Hernández and Raúl Jimenez and One
Direction, whose song “Clouds” soundtracks the campaign. In Mexico, the
campaign will feature music by local pop group CD9.

Coca-Cola
will work with MTV to feature several short documentaries of digital
influencers who will share stories about meeting their closest friends, their
crossroads moments and the outcomes of their life choices.

Fans
can use the hashtag #VerdaderoAmigo or #TrueFriendship to celebrate true friends
by mimicking the Coca-Cola’s fist bump ribbon in Instagram posts and vines.

“Since
we identified the moments teens use to connect emotionally, this campaign is
the digital tool we need to reach them, and we want to use it to celebrate them
and show them that happiness is also a choice,” said José Luis Basauri, marketing director, Coca-Cola Trademark, Coca-Cola Mexico. “When we
chose unity, teamwork and being kind to others, teens can produce significant
positive changes.”

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, offering over 500 brands to people in more than 200 countries. Of our 21 billion-dollar brands, 19 are available in lower- or no-sugar options to help people moderate their consumption of added sugar. In addition to our namesake Coca-Cola drinks, some of our leading brands around the world include: AdeS soy-based beverages, Ayataka green tea, Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea, Minute Maid juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater, and Zico coconut water. At Coca-Cola, we’re serious about making positive contributions to the world. That starts with reducing sugar in our drinks and continuing to introduce new ones with added benefits. It also means continuously working to reduce our environmental impact, creating rewarding careers for our associates and bringing economic opportunity wherever we operate. Together with our bottling partners, we employ more than 700,000 people around the world.

The fairlife® brand is owned by fairlife, LLC, our joint venture with Select Milk Producers, Inc., and fairlife’s products are distributed by our Company and certain of our bottling partners.